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Smiley takes over malls in Brazil for fun and vibrant retail experiences celebrating #50YearsOfSmiley, Sao Paolo style!

Smiley takes over malls in Brazil for fun and vibrant retail experiences celebrating #50YearsOfSmiley,  Sao Paolo style!

This week Smiley kicks off an exciting new retail experience across two locations in Sao Paolo, Brazil as part of the latest stage of the #50YearsOfSmiley celebrations. Taking over Shopping Cidade Jardim and Shops Jardins until April 29, visitors can expect stunning visual installations and exclusive pop-ups, with an unforgettable visual feast splashed with fun and positivity!

The range of products were designed in collaboration with Paris based graffiti artist André Saraiva. His reimagined Smiley icon was used to provide a core design element of the limited edition collection from some iconic brands in Brazil and the rest of the world. 25 branded products will be available, such as bags by Karl Lagerfeld, hats and hoodies by DSquared, flip-flops by the very Brazilian Havaianas, Moschino earrings, Palm Angels t-shirts and many more!

From the images below, you will see at Shopping Cidade Jardim, there are 90 yellow balloons up to 1.5m in diameter with the iconic Smiley stamped on them, in addition to a bridge built especially for the occasion, offering other perspectives of the installation. This is the first time that visitors will be able to stroll along the top of Cidade Jardim and will have an unprecedented view of the mall. At Shops Jardins, 60 “Smiley balloons” up to 1.5 m in diameter will be suspended between the vertical gardens and their naturally lit corridors. A light show will take place which will see the Smiley balloons changing colour, and will be interacting with the music being played, which can be chosen by customers! In true Smiley sentiment, there is a space for photos where visitors can record their moments of joy and positivity.

Check out the exclusive playlists on Spotify, and a super fun filter for Instagram. During the celebration period, two non-profit organizations, OrientaVida and Amigos da Vez will be generating donations for their charitable projects.

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